Research On The Development Status And Countermeasures Of Rural Bookstores From The Perspective Of Cultural Tourism ——Take Xianfeng Bookstore As An Example

In recent years,with the continuous promotion of the strategy of Rural Revitalization in China,some rural bookstores guided by tourism have appeared continuously in some beautiful rural areas.These rural bookstores have attracted much attention because of their outstanding performance in rural revitalization,not only promoting the development of rural tourism,but also bringing part of urban civilization and high-quality resources to the countryside.In the process of the completion and development of rural areas,such bookstores not only realized the feedback of urban civilization to rural areas in the most moderate form of "culture to the countryside",but also creatively solved the problem of the construction and development of publishing outlets in rural areas,and explored a new development path for the transformation of the physical bookshop industry.This paper takes four rural bookstores under the vanguard bookstore as an example,and takes the whole process of cultural tourism activities as the starting point.It focuses on the subject,object and residents of the cultural tourism activities to carry out relevant research.It studies the current situation of the development of such rural bookstores under the cultural tourism vision,the experience perception of tourists,and the interactive relationship with residents of the tourism area,using case analysis,interview survey Content analysis and other research methods.This paper explores the problems existing in the operation and development of such rural bookstores,the factors that affect the negative emotional experience of tourists and the problems that need to be paid attention to in the communication with local villagers,summarizes the rules therein,and provides reference for the operation and development of such rural bookstores in the future,and puts forward suggestions for the development of rural bookstores from the perspective of cultural tourism based on the bookshop operators and the government Strategy.First of all,this paper summarizes the theoretical research of rural bookstores and cultural tourism,summarizes the evolution process of rural bookstores in China,and tentatively puts forward the definition and classification of rural bookstores(Chapter 1).Secondly,the overall development status of rural bookstores in China is simply summarized(Chapter 2).Four rural bookstores under pioneer bookstores are selected as the main research objects,including the current basic situation and development status of bookstores(Chapter 2,based on the interview and investigation of bookstores' managers? relevant information collection),and tourists' experience perception of bookstores(Chapter 3,based on the analysis of Content analysis of online comment text released by tourists).As well as the interaction with local residents(Chapter4,based on the interview survey of Bishan book office management personnel?field interview of Bishan village villagers).It is found that the functional rural bookstores in China are mainly state-owned Xinhua bookstores,while the experiential rural bookstores are mainly private bookstores,and some state-owned Xinhua bookstores are actively exploring the direction of transformation.Among them,the rural bookstores represented by Pioneer Rural bookstores have different degrees of social display and leisure functions,and the reading and purchasing functions are weakened Status: Catering and cultural innovation account for the main part of business income,and bookstores are deficient in product quality management,service management,function orientation,tourism environment impact,etc.;meanwhile,these rural bookstores play the role of local public cultural service facilities,and assume the responsibility of enriching villagers' cultural activities,while the villagers read and purchase books The promotion of wish needs to be further promoted and strengthened.Finally,based on the analysis results of the above investigation and research,combined with the operation experience and existing problems of rural bookstores,and based on the theory of tourism destination life cycle in cultural tourism,it mainly extends the life cycle of tourism destination(bookstores and their villages)and creates the core competitiveness of tourism destination from the following two aspects respectively At the operator level and the government level,the paper puts forward countermeasures and suggestions for the development of rural bookstores in the perspective of cultural tourism(Chapter 5).